When most people talk marketing they talk advertising. If not, they most certainly talk communication. It is almost as if marketing and communication are the same thing. Indeed, most references to marketing in this forum are focused on communication. When budgets are not being met, it is all too common for management to focus on […]

When most people talk marketing they talk advertising. If not, they most certainly talk communication. It is almost as if marketing and communication are the same thing. Indeed, most references to marketing in this forum are focused on communication. When budgets are not being met, it is all too common for management to focus on the advertising and more broadly the communication, despite the fact that marketing involves so much more than communication and more again than advertising. It marketing is to be as effective and cost efficient as possible due consideration needs to be given to a raft of other factors including distribution, pricing, service standards, quality, customer experience and so much more. Indeed, it is not poor communication that is killing retailing. It is to a very large extent distribution (e-commerce). Adopting the broadest possible view of marketing is essential Adopting the broadest possible view of marketing including…